Dmf2013 Make money from crm

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How to make money from your crm: Presentation from the Digital Marketing Forum by The Reference expert Jeroen Bouserie (Data Driven Marketeer)

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Dmf2013 Make money from crm

  1. 1. 4/03/2013 It’s not just web, it’s your business
  2. 2. Hello! Hallo! Jeroen Bouserie Data driven marketeer Mobile: +32 475 42 27 23 jbouserie@reference.be http://www.linkedin.com/in/jeroenbouserie https://twitter.com/jeroen_bouserie
  3. 3. Emakina Group
  4. 4. The Reference core services Concept & strategy Technology & design Management & Marketing Strategic Planning User Interface Design E-Direct Marketing Site Optimization CMS Platforms Search Engine Marketing User Goal Scenarios Creative Websites Campaigns KPI Definition Transactional Websites Performance Dashboards Consulting Mobile Interfaces Emerging Channels Supported by Supported by Supported by Emakina/Think Emakina/aprilFIRST Emakina/Live Emakina/Perform Emakina/Motion Emakina/Social Emakina/aprilFIRST Emakina/Mobile Emakina/Media
  5. 5. Some of our clients
  6. 6. Make money from CRM
  7. 7. The ecosystem in the ideal world
  8. 8. Data flows Website Social Offline • Facebook • Newsletter • Face2Face (b2c) • Shopping • Trade Shows • Google+ (b2c) • Whitepapers • Events • LinkedIn • Testimonials • WOM (b2b) • SEA • Print • Twitter • SEO advertising •… • Web analytics • Direct Media • Sales • Call Center
  9. 9. CRM is (or should be) a philosophy
  10. 10. Case Thomas Cook
  11. 11. Upsell in travel ?
  12. 12. Upsell in travel ?
  13. 13. Upsell in travel ? I want to sit here!
  14. 14. Upsell in travel ? Premium meal
  15. 15. Upsell in travel ?
  16. 16. Upsell in travel ?
  17. 17. Upsell in travel ?
  18. 18. Upsell in travel ?
  19. 19. Upsell in travel ?
  20. 20. Case: Upsell @ Thomas Cook • Existing situation: • Sales of upsell depending on pro-activeness of travel agent • Sales of upsell depending on workload call-center • Upsell sales not always the highest priority • Bottom line: we leave money on the table • Business goal: improve revenu on upsell services • Business request: can we work out our scenario that runs with little or no human intervention?
  21. 21. Case: Upsell @ Thomas Cook • Development of complex upsell campaign for Neckermann • Automated campaign that targets Neckermann bookers • Email dynamically filled depending on: • Type of holiday (flight and hotel, flight only, SMH, LMH) • Time of booking (vroegboeking, last minute) • Time of departure (some offer should not be offered) • Departure and arrival airport • Duration of the holiday Maximum 8 mails • Kids / No Kids if timeframe allows , • Car / No Car Each time filled • Seat in airplane differently • Type of meal depending on • Language & Gender of the receiver parameters
  22. 22. Campaign flow Output
  23. 23. Case: Upsell @ Thomas Cook • What we did: • Use bookings info and CRM info via Salesforce to Selligent to select the matching target audience and create dynamic segments • Create SIM article database that contains content information in two languages (text, images, url, price information) • Build in checks for opt-in, timings • Create stored procedure so campaign can run daily • Set up automated reporting • Who did it: consultant (briefing, as is analysis), Campaign developer (campaign flow, mail template), SIM developer (database, stored procedures), Graphic designer (icons and images) and very important… …a smart pro-active customer !
  24. 24. Case: Upsell @ Thomas Cook Results: Substantial revenu is generated through the campaign Human intervention is limited to changing content whenever upsell services, destinations or prices change Upsell campaign expanded to other TC-brands and types (ski holidays)
  25. 25. Conclusion Get the most out of your data Create smart campaigns for: Upsell or cross-selling Save money Event management increase efficiency improve customer Lead management experience Improve business processes Frontoffice Customer profile completion / correctness …

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